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Customer Satisfaction Study Metra Report: 2014

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Customer Satisfaction Study Metra Report: 2014 CUSTOMER SATISFACTION 2014 STUDY CHICAGO PREPARED FOR: METRA PREPARED BY: IN COOPERATION WITH: REGIONAL TRANSPORTATION AUTHORITY - RTA THE BLACKSTONE GROUP IPSOS FEBRUARYMARCH 2015 Customer Satisfaction Study Metra Report: 2014 This report was prepared in cooperation with the U.S. Department of Transportation, Federal Highway Administration, Federal Transit Administration, Illinois Department of Transportation, and the Regional Transportation Authority. The contents reflect the views of the author who is responsible for the facts and accuracy presented. The contents do not necessarily reflect the official views or policies of IDOT or U.S. DOT. This report does not constitute a standard, specification, or regulation. The Blackstone Group Ipsos Vlecides-Schroeder Associates Page | i Customer Satisfaction Study Metra Report: 2014 Table of Contents Executive Summary ES-1 Key Findings ES-1 Recommendations ES-7 1. Introduction 1 Background 1 Study Methods 1 Glossary 4 Abbreviations 4 Tables 5 2. Demographics 6 Gender 6 Age 6 Ethnicity 8 Education 8 Household Income 9 Employment 10 Auto Availability 12 3. Ticket Usage 14 4. Ticket Purchases 17 5. Metra Usage Patterns 21 6. Trip Purposes 22 7. Access and Egress Modes 23 8. Parking 28 9. Communications and Information Preferences 31 10. Customer Satisfaction 32 Communications and Information 33 Service Availability and Quality 34 Page | ii Customer Satisfaction Study Metra Report: 2014 Safety and Security 36 Cleanliness 38 Comfort 39 Courtesy and Knowledge of Metra Personnel 40 Regional Service 41 Reasons that People Travel by Metra 44 Overall Satisfaction with Metra Service 47 Importance of Factors that Influence Satisfaction 49 11. Concluding Observations 51 Appendix A: 2014 Modes of Station Access and Egress Tabulations A-1 Appendix B: Sample 2014 Origin-Destination Survey B-1 Appendix C: Sample 2014 Customer Satisfaction Survey C-1 Page | iii Customer Satisfaction Study Metra Report: 2014 List of Figures Figure ES-1: Respondents’ Age Trends - Selected Measures ES-2 Figure ES-2: Household Income Trends - Selected Measures ES-2 Figure ES-3: Trends in Ticket Purchase Locations, Selected Data ES-3 Figure 2.1: Car Availability by Metra Line 12 Figure 2.2: Car Availability by Time/Direction 13 Figure 2.3: Car Availability by Boarding Fare Zone 13 Figure 3.1: Metra Ticket Type by Number of Trips per Month 15 Figure 7.1: Top Three Access Modes by Boarding Fare Zone 25 Figure 10.1: Satisfaction with Selected Communications Attributes, 2011 v 2014 33 Figure 10.2: Satisfaction with Information Attributes 34 Figure 10.3: Level of Satisfaction, Service Availability and Quality 35 Figure 10.4: Satisfaction with Safety and Security Attributes 37 Figure 10.5: Satisfaction with Cleanliness 38 Figure 10.6: Satisfaction with Comfort Attributes 39 Figure 10.7: Courtesy of Metra Personnel 40 Figure 10.8: Satisfaction with Personnel’s Ability to Assist Customers 41 Figure 10.9: Satisfaction with Regional Transit Attributes 42 Figure 10.10: Percent of Respondents Indicating “Not Applicable” for Regional Characteristics 43 Figure 10.11: Reasons for Traveling by Metra 45 Figure 10.12: Top Five Attributes, Inbound AM Peak 46 Figure 10.13: Top Five Attributes, Outbound AM Peak 46 Figure 10.14: Five Top Attributes, Inbound Midday 46 Figure 10.15: Top Five Attributes, Outbound Midday 46 Figure 10.16: Overall Satisfaction Indicators, 2011 v. 2014 48 Figure 10.17: How Metra Meets Overall Expectations 49 Figure 10.18: Likelihood of Recommending Metra 49 Figure 10.19: Key Drivers of Satisfaction, Quadrant Chart 50 Page | iv Customer Satisfaction Study Metra Report: 2014 List of Tables Table ES-1: Overall Satisfaction by Line,Mean Score ES-4 Table ES-2: Respondent Satisfaction--Highest and Lowest Attributes by Mean Score ES-5 Table ES-3: Top Reasons for Riding Metra ES-5 Table ES-4: Percent Satisfied with Regional Service Attributes ES-6 Table ES-5: Percent Favorable, Other Measures ES-6 Table 1.1: Proportion of CSS Returns, Compared to Previous Surveys and Rider Counts 3 Table 1.2: Glossary of Terms 4 Table 1.3: Train Lines and Other Abbreviations 5 Table 2.1: Gender by Metra Line 6 Table 2.2: Comparative Age Distribution 7 Table 2.3: Age by Line 7 Table 2.4: Age by Time of Day and Direction of Travel 8 Table 2.5: Race by Metra Line 8 Table 2.6: Educational Attainment by Time/Direction 9 Table 2.7: Educational Attainment by Metra Line 9 Table 2.8: Household Income by Metra Line 9 Table 2.9: Employment Status by Ticket Type--2011 10 Table 2.10: Employment Status by Ticket Type—2014 10 Table 2.11: Employment Status by Time/Direction 11 Table 3.1: Metra Ticket Type Typically Used, by Time/Direction 14 Table 3.2: History of Ticket Type Used 14 Table 3.3: Metra Ticket Type by Household Income 15 Table 3.4: Number of One-Way Metra Tickets Purchased in a Typical Month 15 Table 3.5: Ten-Ride Metra Tickets Purchased in a Typical Month 15 Table 4.1: Buy Tickets through a Commuter Benefit Program by Time/Direction 17 Table 4.2: Access to Commuter Benefits by Time/Direction* 17 Table 4.3: Ticket Payment Method by Metra Line 18 Table 4.4: Ticket Payment Method by Ticket Type 18 Table 4.5: Ticket Payment Method by Household Income 19 Table 4.6: Ticket Purchase Location by Metra Line 20 Table 4.7: Ease of Purchasing Tickets, Respondents Riding One Year or Less 21 Table 4.8: Ease of Purchasing Tickets, Respondents Riding One Year or More 21 Table 5.1: Length of Time as a Rider 21 Table 5.2: Number of Trips in a Typical Month 21 Table 6.1: Trip Origin Location by Time/Direction 22 Table 6.2: Trip Purpose by Time/Direction 22 Page | v Customer Satisfaction Study Metra Report: 2014 Table 7.1: Access Mode by Metra Line 24 Table 7.2: Access Mode by Boarding Fare Zone 25 Table 7.3: Access Mode by Time/Direction 26 Table 7.4: Egress Mode by Time/Direction 27 Table 7.5: Egress Mode by Metra Line 28 Table 8.1: Average Parking Costs by Permit Type 28 Table 8.2: Parking Permit Type by Metra Line 29 Table 8.3: Parking Payment Method by Zone 29 Table 8.4: Parking Availability and Cost, Respondents Riding One Year or Less 30 Table 8.5: Auto Safety in the Parking Lot at the Boarding Station 30 Table 9.1: Ease of Obtaining Travel and Fare Information, Respondents Riding Less than One Year, Overall 31 Table 9.2: Ease of Obtaining Travel and Fare Information, Respondents Riding Less than One Year, by Ticket Type 31 Table 10.1: Satisfaction Ratings, Scale 33 Table 10.2: Clarity of Signs to Connecting Buses and Taxis 34 Table 10.3: Satisfaction with Service Availability and Quality by Line 35 Table 10.4: Satisfaction with Travel Time and Reliability by Time/Direction 36 Table 10.5: Comparative Satisfaction with Service Availability and Quality, 2011 v. 2014 36 Table 10.6: Satisfaction with Safety and Security Attributes by Line 37 Table 10.7: Comparative Satisfaction with Safety and Security Attributes, 2011 v. 2014 37 Table 10.8: Satisfaction with Cleanliness Attributes by Line 38 Table 10.9: Comparative Satisfaction with Cleanliness Attributes, 2011 v. 2014 39 Table 10.10: Satisfaction with Comfort Attributes by Line 39 Table 10.11: Comparative Satisfaction with Comfort Attributes, 2011 v. 2014 40 Table 10.12: Satisfaction with Courtesy Attributes by Line 40 Table 10.13: Comparative Satisfaction with Courtesy Attributes, 2011 v. 2014 40 Table 10.14: Comparative Satisfaction with Personnel’s Ability to Assist Customers, 2011 v. 2014 41 Table 10.15: Satisfaction with Regional Service by Line, Selected Attributes 43 Table 10.16: Comparative Satisfaction with Regional Service, 2011 v. 2014 44 Table 10.17: Reasons Cited for Traveling by Metra, by Ticket Type 47 Table 10.18: Overall Satisfaction with Metra 47 Table 10.19: Value of Service for Fare Paid 48 Table 10.20: Using a Quadrant Chart 50 Page | vi Customer Satisfaction Study Metra Report: 2014 Executive Summary In Spring 2014, two surveys were conducted for Metra, Northeastern Illinois’ commuter rail agency. One was an Origin-Destination (O-D) Survey, administered in the traditional manner on all eleven Metra lines, and the other was a Customer Satisfaction (CS) Survey. The two linked surveys employed methodology that was unlike previous surveys in that the latter survey was conducted entirely online, accessed via a link that was provided in the O-D survey. The survey methodology, summarized in the next section of this report, is detailed in a separate Methods Report. The Regional Transportation Authority (RTA) was also part of the client group. RTA sponsored similar surveys with Pace in 2013 and with CTA in 2014, permitting all three northeastern Illinois transit agencies to evaluate customer satisfaction with their services on a comparable basis. Metra’s O-D survey sought information about how respondents get to and from their train stations, their trip purposes, what type of tickets they use and how they pay for them and, of course, their origins and destinations. The CS survey focused on customer satisfaction with respect to many service attributes including information and communications with passengers, service and performance quality, personnel, personal preferences, and demographics. These surveys, which are the latest in a series of system-wide surveys that started in 1985, provide Metra with a continuum of data about its customer base, permitting the agency to monitor and address both subtle and dynamic changes in its market, as well as real or perceived concerns about the quality of service, and the demographic profiles of its riders.
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